Almost Timely News, 17 October 2021: Content Creation Hacks, Vanity Metrics, NFTs :: View in Browser
What’s On My Mind: My Favorite Content Creation Hack
I’ll be a little sad when things do go back to “normal” when it comes to events, pre-pandemic. I’m obviously looking forward to hanging out with people again in real space, sharing a meal, etc. but virtual events have been one of the greatest sources of content creation I’ve had in a long time, and today I’m going to share my secret hack with you.
Here it is: copy, paste, find all, answer.
Well, that was probably less exciting than you thought, huh? Here’s what it means:
- Go to free virtual events where your ideal audience or customers hang out.
- Listen into sessions where your product or service would apply, such as sessions given by your competitors.
- As questions are asked in the event chat, copy and paste them into a text file on your computer.
- Later on, find all the questions from the event and start creating content from them that answers those questions.
For example, at the recent MarketingProfs B2B Forum, this is just a handful of questions I copied from the chat:
- Have you found a particular type of content that works best for linkbuilding?
- Do you do custom UTMs for every link in your email newsletters? Or do you let your email marketing platform’s tracking codes step into the gap?
- Is there a reason my UTM tracking is sometimes way off from what the FB tracking is giving me for a single post?
- How do you determine budget for an ABM program? Is it usually a set % of the ACV?
- What are your go-to tools to help building good digital marketing strategy?
These are questions coming from people I know are my audience, people like you. In fact, as you read these questions above, you probably wanted the answers to at least one of them, right?
Now, you can use any source of questions to build a list like this, such as sites like Quora, Ask.com, JustAnswer.com, etc. but when you use the Q&A from an event’s chat, you can be assured of three things:
- They’re real questions from real people using the real language they’d ask you
- They’re your audience because you selected which events and sessions to attend
- They’re relevant and timely questions because these are questions people are asking at the event right now
Remember, though – you need to attend events that your CUSTOMERS find beneficial, not events for you. If I were attending events purely beneficial to me, I’d go to things like IBM THINK or the Open Data Science conference, because those are the events where I’ve got a ton more to learn – but that’s not where you, my audience, hang out. So when you employ this strategy, unless you are your ideal customer, go hang out at events that your customers hang out at.
Not sure where that is? Ask your customers in your next email newsletter or social media posts. That’s the best way to know.
The time to do this with ease is drawing to a close. As events start to go hybrid or back in person, it will be harder to do this technique because you can’t fly to every relevant event. So take the time while the opportunities are still available to attend every relevant, free virtual event in your space and snag all the questions you possibly can from them. Your content marketing will thank you.
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ICYMI: In Case You Missed it
If I had to suggest only one of these articles to read from this week, it would be the piece on vanity metrics and why I dislike that term so much. It’s all too easy to overlook critical data because you’ve tossed it aside, thinking it was a “vanity” metric when in fact it was a KPI. Take a read.
- Stop Hating Vanity Metrics in Marketing Analytics
- How I Think About NFTs
- The Basic Truth of Mental Health
- So What? Putting your SEO data to work
- Almost Timely News, 10 October 2021: Leadership, Competitive SEO, Social Media Analytics
- INBOX INSIGHTS, October 13, 2021: Frameworks, Instagram Outage, Constructive Criticism
Skill Up With Free Classes
These are just a few of the free classes I have available over at the Trust Insights website that you can take.
- How to Deliver More Value as an Agency
- Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
- Competitive Social Media Analytics Strategy
- Proving Social Media ROI
- How to Build Data-Driven Customer Journey Maps
Thank You Notes
These are the places you’ve had or mentioned me – on your podcast, on your blog, in your newsletter. Thank you!
- Content Marketing Analytics 101 (YouTube)
- Data-Driven PR with Prezly (YouTube)
- Diving into Data for Marketers – A.I., Google Updates, and More
What I’m Reading: Your Stuff
Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.
Social Media Marketing
- To link or not to link: Should you include links in your social media posts? |
- The Problems with Facebook Ads Optimization via Jon Loomer Digital
- Microsoft will shutter LinkedIn in China by the end of the year
Media and Content
- How to Create the Ultimate Customer-First Content Marketing Plan
- What Is Shoppable Content? Benefits, Formats and Brand Examples via Sprout Social
- How brands up their advertising with content blending tactics
SEO, Google, and Paid Media
- 7 SEO Crawling Tool Warnings & Errors You Can Safely Ignore
- Google Explains Rendering and Impact on SEO
- Google On Small Business SEO & How it’s Changing
Advertisement: Marketing Over Coffee
If you were given more budget for marketing programs, how would you spend it? Learn about attribution and incrementality in this episode of Marketing Over Coffee:
Tools, Machine Learning, and AI
- Facebook is researching AI systems that see, hear, and remember everything you do via The Verge
- The 20 Python Packages You Need For Machine Learning and Data Science via KDnuggets
- Stock Market Prediction via Machine Learning for Stock Market Prediction
Analytics, Stats, and Data Science
- No-code AI analytics may soon automate data science jobs via VentureBeat
- What marketers need to know about customer journey analytics tools
- Top 15 Open-Source Data Science Tools to Learn (and Use) in 2022 via Springboard Blog
All Things IBM
- IBM launches AI service to assist companies with climate change analysis via VentureBeat
- How to increase customer loyalty? Lead with conversational AI in your customer experience via Watson Blog
- ModelMesh and KServe bring eXtreme scale standardized model inferencing on Kubernetes IBM Developer
Ad: Make Better Videos with Techsmith Camtasia
If you enjoy my videos, like You Ask, I Answer, Do Something With Your Marketing, Saturday Night Data Party, and many others, then consider using the platform I use to edit and publish them: Techsmith Camtasia. Camtasia is just the right balance between too easy and inflexible, like iMovie, and absurdly complex and expensive, like Adobe Premiere. It’s got just the right features, from subtitle editing to all the usual transitions and special effects, and it’s a desktop app, so there’s none of this crazy trying to “edit in the cloud” (which is insane for video production). If you need to produce videos, screencasts, and even animations, give Camtasia a try.
Good Reads, Long Reads, Interesting Stuff
- Study reveals Facebook and Instagram store data for months after app is deleted via Mirror Online
- New research shows importance of better C-suite decision making in wake of pandemic via Agility PR Solutions
- Investors are dumping money into quantum computing firms in hopes of a big payday via TechSpot
Fun, Games, and Entertainment
- Squid Game Inspired This Brilliant Idea for an Ad About Debt
- Netflix Says Squid Game Is Now Its Most-Watched Show Ever
- Companies in and out of gaming are showcasing clothes in Unreal Engine
Economics, Politics, Environment, and Society
- Beijing expands regulatory crackdown to brokerages that give Chinese investors access to US stocks via Markets Insider
- An SEC rule meant to protect retail investors from pump-and-dump schemes ended up restricting access to markets, giving an edge to professionals via Markets Insider
- Morgan Stanley says the odds of a 20% stock market correction will depend on how much 3rd-quarter earnings growth decelerates via Markets Insider
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How to Stay in Touch
Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:
- My blog – daily videos, blog posts, and podcast episodes
- My YouTube channel – daily videos, conference talks, and all things video
- My company, Trust Insights – marketing analytics help
- My podcast, Marketing over Coffee – weekly episodes of what’s worth noting in marketing
- My second podcast, In-Ear Insights – the Trust Insights weekly podcast focused on data and analytics
- On Twitter – multiple daily updates of marketing news
- On LinkedIn – daily videos and news
- On Instagram – personal photos and travels
- My free Slack discussion forum, Analytics for Marketers – open conversations about marketing and analytics
Events I’ll Be At
Here’s where I’m speaking and attending. Say hi if you’re at an event also:
- Medallia Analytics, October 2021, virtual
Events marked with a physical location may become virtual if conditions and safety warrant it.
If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.
Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.
Events with links have purchased sponsorships in this newsletter and as a result, I receive direct financial compensation for promoting them.
Advertisements in this newsletter have paid to be promoted, and as a result, I receive direct financial compensation for promoting them.
My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.
Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.
See you next week,
Christopher S. Penn
You might also enjoy:
- Understand the Meaning of Metrics
- The Biggest Mistake in Marketing Data
- Marketing Data Science: Introduction to Data Blending
- Retiring Old Email Marketing Strategies
- What Content Marketing Analytics Really Measures
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